Innovative Marketer, highly focused on VR, AR, and 3D printing engagements. Inspired by @Hanson Robotics and @Boston Dynamics. I have build and delivered numerous VR and AR campaigns for live and digital events. As a true lover of technology, I am always trying to blend these two together in any given project. I am a believer in fully connected world and a data geek. Convinced that marketing is a science with undiscovered potential and if applied well – can turn any customer into loyal fun. More than 15 years of experience in IT businesses across Europe, USA, Middle East & Asia. In my role at VMware, I am delivering numerous technology events, making sure that all components are focused around innovative ideas and creative solutions. Strategic marketing leader with strong execution capability focused on creating exciting value propositions that delivers great outcomes for customers in the IT industry.
I have been named as one of the ten Dream Team Marketers in 2016 by the world’s best content provider for the Events Industry – Event Marketer, shortlisted by B2B Marketing as Marketer of the Year in 2017 in the UK. Love speaking at events like: Event Tech Conference in Las Vegas, B2B Ignite Summit, VR World & DMWF Conference, CRN Content Summit & ImpactCEE.
- How long have you worked in the events industry and what keeps you interested in it?
I have worked in the events industry for almost 15 years now and I still love every aspect of it!
The constant innovations, working with so many different people, groups, non-stop challenges and always last minutes issues to solve – you are never bored. One of the most satisfying aspects of this job and industry is that there is always an opportunity provide something new to customers & attendees, = exciting new subjects to learn about or a completely new experience that they haven’t had a chance to be part of previously.
I get a great sense of satisfaction from seeing a project through to the end, being able to see such a direct impact of my work always keeps me motivated.
- Best (and worst?) moments working in the events industry?
I think every moment you learn something new is the best one, and when you see someone’s true appreciation of what you have done.
The most beautiful moments are those when you can experience weeks or in many cases months of your hard work in those extraordinary locations like Colosseum, Tower of London, Gaudi House etc. I’ve had the privilege to visit so many amazing destinations for events from rural Iceland to hot spots in New York and some breath-taking locations in South Africa.
The worst moments are always when someone’s health or life is in danger – and unfortunately, those happens as well – regardless of how prepared you are. I’ve dealt with several situations when I had to assist with some serious bike injuries, food poisoning and even full evacuations due to fires or terrorist attacks.
- What was the last event on which you worked?
Our consulting agency – Fuel for Thought was supporting latest edition of ImpactCEE, one of the biggest, technology, science, and economy conferences in Eastern Europe. Impact brings leaders at the forefront of innovation from many sectors together to explore the opportunities for creating the global digital future.
- From your experience, what’s the best way to utilise tech at an event?
There are so many brilliant solutions available in the market, knowing event technology trends—and adopting the most valuable ones—gives event planners the competitive advantage. There are many studies that show us the impact of using event technology results in increased attendance and productivity. However, technology on its own is always just “tech” and we must focus on the end goal we are trying to achieve, and which piece of tech will help us most with this. A big mistake – in my opinion – those planners make is to get a shiny new toy and throw it into an event without figuring out what it’s going to do for that event. In other words, plan your event and then work out if technology could be useful – not the other way around.
- We all learn from our mistakes! What was the biggest lesson you learned from a mistake since being in the industry?
That sometimes one backup plan is not enough, and you should always consider more than one extra scenario. And especially in the recent virtual or hybrid scenarios – never skip a rehearsal even when someone tells you that they have “done this a million times” – they might have – but each time is different so just make sure you have one in place.
- What are you most looking forward to at Event Tech Live?
I am really looking forward to the net new content, to see and experience the latest and greatest event tech available out there, listening to some of the best industry strategists and simply enriching my personal experience. I love this event for the many chances to get inspired.
- What do events, such as ETL, mean to you?
It’s always great to be part of this event, where all the vendors and our industry comes together as one. It is very important to have a dedicated space for vendors, event organizers, agencies & producers – and create that opportunity for all of us to network, learn and share experiences.
- What can our delegates expect to take away from your session at ETL?
I will be focusing on how to design a great hybrid-event that will allow people to combine online and offline components. I’ll share some real-life examples of what works and how to build the right strategy depending on your end event goal.
- Which one piece of tech couldn’t you live without? (in your personal life)
Such a hard choice between my Mac & iPhone. I have them always with me.
- Most pointless tech you have purchased? (bit of fun)
I am a tech freak – same as my husband – and we have a lot of tech at home – and most of the purchasing decisions are based on extensive research and friend’s recommendations – but some of those last minute crazy buys like a loud speaker water bottle would qualify!
Join Kate for her session: Future Forecast of Events Integrated Experiences – what will shape Events Marketing? at ETL US & Canada on June 10th on the Omni Stage – Book your ticket here